New positioning of Vienna’s KFC flagship restaurant as an excellent and at the same time low price fast food chain. On the ground floor the costumer is navigated from various seat qualities in the American diner style to the take away desk situated in the rear part of the restaurant. The ceiling opening between the floors as well as the glazed façade extending towards the Mariahilferstraße make the environment an intimate one. The restaurant’s prevailing artificial note is obtained by paraphrasing elements of the CI even on the exterior façade. The pattern used in the logo finds its counterpart in the element marking the entrance.